For several years after its debut, Facebook was viewed by brands and organizations as a relatively cost-effective way to promote their products and services. Companies could run branded Facebook pages—without necessarily dropping a lot of coin for Facebook advertising—and watch the needle move. Case in point: Hudson & Marshall, which is one of the nation’s top real estate auction companies specializing in bank-owned foreclosure listings.

As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case?

While sales enablement is strategic, it is achieved through a well-coordinated series of tactics. PR is one of those tactics often overlooked. Here are three distinct tactics that PR uses to enable the sales process.

Only about 30% of all socially active brands have an Instagram profile, so now is the time for public relations professionals to work with clients on strategies to incorporate the platform into communications strategies